Arun Sudhaman 30 Jan 2012 // 12:00AM GMT
MOUNTAIN VIEW, CA--LinkedIn has selected Maloney & Fox to reinvigorate its brand and boost engagement with users.
The business-focused social networking site handed US PR duties to the New York firm following a competitive review that featured other consumer agencies. The business was previously handled by M.Cader PR.
According to Maloney & Fox partner and co-founder Brian Maloney, LinkedIn wants its current user base, which now stands at more than 135 million members, to gain a better understanding of the site’s various tools.
“Our job is to elevate the understanding of the services that it provides to help professionals enhance their career,” said Maloney.
In addition, he added, the firm will work on capturing new users.
“The brand is so spectacular, and awareness is strong,” said Maloney. “We know the real value is to activate and engage people and get them to take action.”
Among social networking sites, LinkedIn trails only Twitter and Facebook. Last year it expanded its geographic footprint and services such as mobile apps, in a bid to improve scale and engagement, doubling its user base in the process.
In particular, the tool has become a popular way to investigate potential employees, with a new ‘Apply with LinkedIn’ feature expected to deliver revenue growth this year.